The Delight Funnel
Build brand loyalty with strategic upsells
The Delight Funnel
The Delight stage focuses on building loyalty among customers and fortifying the buying relationship by introducing complementary upsells and cross-sells. By introducing your customers to ancillary goods or higher-tier versions of what they’ve already bought, their purchase appreciates in value — as does their loyalty to your brand. Execute this with tact and consideration of your customers’ disposition and they’ll be so floored by their experience that they’ll refer others.
To illustrate this, let’s follow your hypothetical customer, Monica, through the Delight phase of the customer lifecycle. Below is a side-by-side view of what each step of the process looks like in Ontraport and what Monica sees on her end.
What your leads see
You’ve just nurtured your customer, Monica, to make a second purchase. The first time around she purchased entry-level access to your membership site, and now she’s back to buy mid-level access. After clicking “submit” on your order form to buy, she’s redirected to an upsell form. What’s this? She’s offered a one-on-one coaching session for 50% off the advertised price if she clicks “yes” now. Her heart races. Though tempted, Monica foregoes the offer for now.
What You See
Monica is added to your Delight funnel whereupon she lands on a “Wait” element for seven days unless she buys your upsell product.
What your leads see
A week has passed since Monica declined your upsell offer. Her phone lights up with an inbox notification — it’s an email from you. She opens her email. The email reiterates the discount offer from your upsell form as well as its perks. She appreciates the offer but isn’t quite ready to upgrade just yet.
What you see
Not having purchased yet, Monica progresses down to a “Split” element on your campaign map. Here she’ll automatically be diverted down one of two paths: an email highlighting Upsell Product 1 or an alternate email highlighting Upsell Product 2. This campaign Split will be used to determine which upsell product performs better in the long run.
What your leads see
All good relationships thrive on time apart. The next 14 days without a correspondence from you gives Monica time to consume your product and grow even more fond of your brand.
What you see
Once the email has sent, Monica’s contact will remain on a Wait element for 14 or so more days so as not to bombard her with sales emails.
What your leads see
Your second upsell email ends up in Monica’s inbox. The email advertises the benefits of top-tier membership and reiterates the low price. In a flash, Monica envisions how her life will improve after she purchases and has access to so much more content and additional benefits.
Monica’s contact progresses down the left to another “Send an Email” element. This element sends her Upsell Product 3, offering your top-tier membership — a fitting upsell offer to get existing customers to upgrade.
What your leads see
Monica clicks through to your order page. She buys your upsell product and knows she won’t regret it.
What you see
Monica’s purchase activates the “Product is Purchased” goal element. Now that she’s purchased your upsell, her journey through the Delight funnel culminates as she advances to the “Add to Campaign” element. Here she will be added to your Refer funnel to draw in sales for your brand as an empowered affiliate.
What your leads see
Monica’s payment is processed successfully. She’s immediately dropped onto a page thanking her for her purchase and prompting her to check her inbox to redeem your upsell product. There, she receives confirmation of her access to top-tier membership with a link to get started.
What you see
Had Monica not purchased your upsell offer at any stage of the Delight funnel, her contact would be diverted down to the left and onto the “End” element. Her customer journey through this particular campaign may be over, but she can be added to various other marketing campaigns now and in the future for repeat business and eventually referral.